Future Of Digital Marketing: Episode 1.4 of Digital Marketing Speaks

Episode 1.4 of Digital Marketing Speaks – IgnitionOne’s video series where our outspoken CEO meets with equally outspoken industry luminaries to delve into the latest trend and issues.

IgnitionOne CEO, Will Margiloff, completes his conversation with Rob Norman, Chief Digital Officer at GroupM. In the last episode of this interview Will and Rob discuss the future of digital marketing .

How do change TV and non-digital channels to be as accountable as digital? Is there collusion in the offline market?

Watch the video and learn more.

Video Ads, Mobile and Facebook: A Winning Combo?

Facebook announced that it has begun a formal test of auto-play video ads in News Feed on all devices. This is following the testing of non-commercial video in the News Feed that began in September. For the moment, let’s ignore the thought that users may hate this (Facebook users aren’t known to be big fans of change) and talk about what this means for marketers and digital marketing in general.

For years we have been asking if we have finally reached “the year of mobile” – But has Facebook finally put all the pieces together to make it happen? Mobile is interesting. Video is interesting. Facebook goes and puts it together. “Two great tastes that taste great together.”

Facebook has finally made mobile successful by leveraging native ads for relevant, highly contextualized messages in a user’s news feed. The ability to add video in that environment is biggest opportunity in the digital space. But why is Facebook blazing the path here? Facebook has something that gives them a unique advantage for mobile video: A captive and highly engaged audience.

Why do we sit through ads on television (before DVR)? Why do we wait the 13 seconds of promotion before seeing a dog riding a skateboard push a kid into a pool? Because it is content we want to see. We can avert our eyes, but do we?

Facebook knows 48% of daily users are now mobile-only and 23 percent of all time spent on apps in the U.S. is on Facebook. In fact, mobile is expected to be ~$6B of Facebook’s ~$10B in 2014. These users are people invested in seeing what is going on in their newsfeed – whether that is while waiting in line, or commuting, or during down time (a third of Americans use Facebook in the bathroom). They may complain initially about new video ads, but it will not be much of a blocker.

This, of course is if they can continue to keep the advertising socially relevant and contextual.
For marketers this opportunity opens the door to mobile video advertising in a real way. You can expect Facebook to scale this up, tweak it and perfect it quickly. While there will be some growing pains, Facebook is grabbing this opportunity and marketers should think seriously about doing the same.

IgnitionOne UK Makes the World Better with a Sweater!

The team at IgnitionOne London has joined the Woolly Revolution – participating in Christmas Jumper Day for Save the Children 2013.

As well as running part of the online advertising campaign for Save The Children through media agency Steak, the IgnitionOners wore their Christmas woollies with pride and donated £1 to make a difference to disadvantaged children’s lives this Christmas season.

To support Team IgnitionOne (and help get us on the Woolly Wonderboard), text IGNITION to 70050 (if you’re in the UK) and you’ll automatically donate £1 to the cause or find out how to run your own Christmas Jumper Day here. We’ll be sharing our silly Christmas jumper pictures below throughout the day.

Have a Woolly Good Day!

Christmas Jumper Day 7

Christmas Jumper Day 1

Christmas Jumper Day 2

Christmas Jumper Day 3

Christmas Jumper Day 4

Christmas Jumper Day 5

Christmas Jumper Day 6


The Future of Digital Advertising: How Actual Thoughts and Emotions will Soon Replace Browsing History and On-Site Engagement

As technology continues to grow at an exponential rate, we should only expect that industries will evolve and utilize newly developed technologies to enhance their own product offerings. As we move further into the digital age, a new sociological and technological trend is becoming very apparent: marketers are focusing more and more on the individual, despite an increasing social and global focus shift towards community.  In turn, less attention will be placed on privacy as security encryption will continue to pace with technology, allowing the adoption rate of what we now consider invasive devices to rapidly grow.

Cloud-based offerings already allow us to share the same user experience on our devices whether at home, on a tablet or wirelessly connecting to the TV in a hotel room. Seeing the same desktop in any location is already here, but where does technology go from there and which technologies will have a major impact on the evolution of advertising? And how are advertisers evolving the personalized experience for users?

First, Google Glass – yes, they are awkward and large, but we are only seeing phase one of many.  As Google Glass become indistinguishable from normal glasses, for the first time information, and of course ads, will be catered to your personal preferences anywhere you go. We’ve seen this already on smartphones, such as Starbucks sending out custom coupons to app users when they are within Wi-Fi range based upon their own preferences and historical purchases.

As we move beyond smartphones, devices conceptually similar to the Muse headband  will become more popular and advanced and allow your advertising to become completely focused on the true individual interests of each person uniquely and in real-time. Devices such as Google Glass or the Muse headband will be able to interpret emotions and send information in real-time to advertisers, such as if you are hungry and in the mood for pizza, tired and need coffee and so forth. If you think about a hot vanilla latte on a cold evening, you might see Starbucks pay a higher cost to serve ads for ‘Vanilla Latte’ to specific individuals in market geos where the propensity to convert maximized or hits a ‘opportunity to convert’ threshold. This means advertising will eventually shift to a pay-per-emotion or a pay-per-opportunity model – hitting the exact individual with the exact item they’re considering at the right time and in the right location. You may think this is impossible, but we’ve seen more primitive versions of this with Starbucks and Mini Cooper and their individualized billboards with RFID chips.

I’d like to offer up a ‘wilder’ prediction that we will also see advertisers targeting ads to individuals in artificial realities. The continued evolution of devices already in production, such as Oculus Rift and the Virtuix omnidirectional treadmill will eventually make reality and fictional worlds almost indistinguishable. Imagine being able to travel and experience with all senses a scene from your favorite movie, walk the moon of a faraway planet, speak with historical figures or your favorite fictional character within their world and how this could change people’s participation of reality vs. virtual reality.

Google is already testing more primitive versions of this with a game known as ‘Ingress’ which allows users to overlay their actual geography within the game itself and connect and interact with others in the virtual world based on an individual’s actual proximity. These virtual worlds will provide complete new realities as well as trackable ‘big’ data for advertisers. As we begin to engage with these alternate realities, advertisers will find the impact of their advertising and value of data will remain be more similar to reality than we previously imagined. Thus the impact of branding and ads will become as blurry as the ability to distinguish virtual reality from reality itself.

Begin to prepare yourself now because your thoughts and emotions will let advertisers know exactly what you want and will allow them to identify the right time to hit the right customer with the right message. The technologies needed are already in development and as we become more comfortable with the rapid evolution of technology, unique and customized ads for the individual will actually begin to actually make sense to consumers and advertisers alike.

Mobile is Star this Thanksgiving Day – Smartphone Search Spend Up 1000%

Today we released a mid-quarter report highlighting a strong Thanksgiving weekend for digital marketing. In the report, we discuss how mobile devices represented a growth area for retail marketing, with huge increases in search spending for both smartphones and tablets, the growth of Thanksgiving Day as an important event for online retail marketing, as well as the increasing value of programmatic display advertising.

Key findings in the report include: 

  • Mobile devices drive major growth:  Thanksgiving weekend saw a magnification of the importance of mobile devices with huge increases in US paid search spending, especially for smartphones, which saw a 542% increase year-over-year (YoY) for the full weekend, peaking at over 1000% growth in spend on Thanksgiving Day.
  • Holiday weekend metrics up over last year: US retail advertisers had a busy Thanksgiving weekend, with a 52% YoY increase in spend. Impressions were also up 40% compared to the 2012 shopping weekend.
  • Thanksgiving growing in importance for online retail: Thanksgiving Day, along with Black Friday, saw the biggest increase in US paid search spending among retailers in what was a perfect storm of wide adoption of mobile devices, a shortened holiday shopping season and increased promotion of Thanksgiving as a shopping day.
  • Programmatic Display increases in effectiveness for US retailers: Retailers saw conversions increase 52% on Black Friday and 79% on Cyber Monday YoY as the effectiveness of programmatic display advertising benefited from both technology and marketers becoming more sophisticated.

“Online advertisers are shifting tactics to meet consumer demand – resulting in increased messaging across mobile devices and adding Thanksgiving Day as a major shopping day,” said Roger Barnette, President of IgnitionOne. “With a shortened holiday shopping season in 2013, this past weekend resulted in impressive growth for digital marketing that will help push through to a strong overall Q4.”

To download the report, click here.

It’s beginning to look a lot like Clickmas

If you work in digital advertising in the UK, chances are you’ve heard of Cyber Monday. Originally a Christmas marketing campaign to persuade people to shop online after the Thanksgiving weekend in 2005, Cyber Monday now become one of the biggest online shopping days in the USA and this year, the average shopper is predicted to spend US$646 (£402) in online purchases this year, up 11% from 2012. Continue reading It’s beginning to look a lot like Clickmas